GIVA pulled its Kriti Sanon Raksha Bandhan ad after an outfit-outrage backlash

GIVA, a jewellery brand whose pitch is built on festive gifting, released a Raksha Bandhan campaign on July 20 featuring actor Kriti Sanon. The campaign was intended as a festive advertisement around the sibling festival and extended the idea of family to pets — Sanon said she ties rakhi with her sister and that the prayer extends to their dogs.

Soon after release, viewers objected to Sanon's outfit and argued the portrayal was inappropriate for a Hindu festival. One user asked 'Bikini mein bhai ko rakhi kaun baandhta hai?'; others said dressing freedom was fine but not on a Hindu festival. The criticism reached parliament: actor-MP Kangana Ranaut wrote that with closets full of options, 'why would you tie your brother a rakhi in your bikini/undergarments?', adding that the advert looked 'intentionally creepy'.

Sanon defended the campaign on Instagram, writing that the essence of festivals lies in emotion, not clothes — 'Culture & Traditions are in her heart, not in her neckline!' — and asked when people would stop telling women what to wear. GIVA then posted a statement saying it holds Indian culture, traditions and festivals in the highest regard, that hurting sentiments 'was not our intent at all', and that it had withdrawn the advertisement from all media out of respect. It turned off comments on the announcement post.

Campaign withdrawn from all media within about five weeks of launch; the brand apologised and turned off comments on its statement.

The campaign leaned on a religious festival while styling its star against that festival's dress expectations.

A tradition-adjacent gifting brand is maximally exposed to sentiment backlash from its own devout customer base.

The creative mixed messages — the pet angle stretched the festival's meaning while the outfit contracted it — handing critics an easy frame.

No pre-release review caught how a festival-focused audience would read the styling choice, and the reaction forced a full retreat.

Festive campaigns borrow trust from the festival itself; when styling plays against devout viewers' expectations, that trust converts into outrage the brand absorbs alone.

The advertisement came down from all media platforms and GIVA turned off comments on the Instagram post carrying its apology, wishing followers 'love & positivity this festive season'. Sanon did not walk back her defence of the campaign. The brand gave no indication the campaign would return in edited form, leaving the festive window it had built the shoot around covered by nothing.